International journal of advanced smart convergence

The Institute of Internet, Broadcasting and Communication (한국인터넷방송통신학회)
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Effect of Gender on Character Evaluation: Factors Affecting Enjoyment

  • Ulusoy, Ezgi (Department of Communication, Michigan State University) ;
  • Lee, Hye Eun (School of Communication and Media, Ewha Womans University)
  • Received : 2019.03.07
  • Accepted : 2019.03.15
  • Published : 2019.03.31
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Abstract

This study attempted to extend Korean Wave literature by investigating (a) the influence of protagonists' personality characteristics and the role of empathy under the affective disposition theory, and (b) the power of some external factors in the entertainment media selection. After watching an episode of the popular Korean drama, Secret Garden, participants completed a survey in the United States. Results demonstrated that (a) the effect of personality characteristics varied across gender and (b) external factors affects the entertainment media selection positively. Findings indicate that media enjoyment is dependent on the audience's external factors.

Keywords

Table 1. Descriptive statistics of variables and correlations among variables

OTNBCL_2019_v8n1_214_t0001.png 이미지

Table 2. A multiple regression model of enjoyment

OTNBCL_2019_v8n1_214_t0002.png 이미지

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